The UK’s competition watchdog has launched an investigation into whether Google has too much power in online search.
Google accounts for 90% of UK web searches – the Competition and Markets Authority (CMA) is looking at whether it is using that dominant position to harm competition or choice for users.
It is its first investigation after gaining new powers to investigate and enforce changes at firms it determines to have “strategic market status” in digital markets.
The CMA says it wants to ensure the tech giant is “delivering good outcomes for people and businesses” and that there is a “level playing field” for rivals.
Google says it will cooperate with the investigation but has warned against what it calls “overly prescriptive digital competition rules.”
In a statement Google said: “We will continue to engage constructively with the CMA to ensure that new rules benefit all types of websites, and still allow people in the UK to benefit from helpful and cutting edge services.”
It is the latest in a series of investigations Google faces worldwide.
In the US, the government wants it to sell its browser, Chrome, to address what a judged ruled was its illegal monopoly in search and related advertising.
The CMA says potential changes it could impose include sharing data Google collects with other businesses, or giving publishers more oversight of how their data is used for its artificial intelligence (AI) features.
“Millions of people and businesses across the UK rely on Google’s search and advertising services,” said Sarah Cardell, the CMA’s chief executive on Tuesday.
“And for businesses, whether you are a rival search engine, an advertiser or a news organisation, we want to ensure there is a level playing field for all businesses, large and small, to succeed.” she added, especially given the potential for AI to “transform” the market.